RTD Alcoholic Beverages - Europe - August 2010
European consumption of alcoholic drinks is declining as a result of consumer drinking habits moving in favour of healthier beverages. Performance of ready-to-drink beverages (RTDs), and spirits in general, was further affected by the recession (2008-09). Their penetration has declined (except in Germany) as a result of higher prices and strict legislation. Manufacturers are trying to boost growth by repositioning RTDs as premium drinks for adults. The challenge for the manufacturers is to create a more responsible, healthier profile for the new generation of RTDs and enlarge the user base in view of the challenging economic environment, growing consumer price sensitivity, and the negative image of FABs.
This report covers the retail market for RTDs, which describes any drink pre-mixed with alcohol and a mixer before being sold, usually in bottles, but also cans. GNPD coverage includes flavoured alcoholic beverages.
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